Destigmatising the word 'Feminist' has been no mean feat. It's taken big names like Beyoncé, Emma Watson and Michelle Obama dropping the 'F' bomb in order for people to come round to the idea in bigger numbers.
Heck, even Camilla from Love Island had a stab at it.
However, it looks like there is still work to be done.
Countless out-an-proud patriarchy-busters have been trying their best to simplify the concept of 'wanting to be equal.'
Chimamanda Ngozi Adichie said, most famously via a Beyoncé track, 'Feminist: a person who believes in the socio, political and economic equality of the sexes.'
And, to some extent, it has worked.
A new study by the media agency UM London reveals that 69 percent of British teen girls would describe themselves as a feminist.
Though, before we all start patting ourselves on the back for telling Janet at the pub, 'If you think we should be getting paid the same that men do *hiccup* you're a bleeding feminist Janet', only 46 percent of adult women do identify as a feminist.
The researchers surveyed 2,000 women aged 13 and over and they learned that the amount of women who identify as 'feminist ' drastically declines with age.
With 54 percent of women aged 18 to 24, and 44 percent of women aged 25-34 identified with the term. Only 36 percent of women 55 and above would call themselves feminists.
Sophia Durani, the managing partner of strategy at UM London told Broadly:
It suggests young women are now growing up in a world where they can't see why there should be any questions over equality. Young people are much more egalitarian-minded than ever before and we've moved on from empty 'girl power' talk to equality being a norm. This seismic shift could actually mean that a patriarchy that's been in place for thousands of years could be coming to an end.
And whilst the future does sound bright with the hope of over two-thirds of young women positively identifying as patriarchy-smashers, we can't help but think we still need the help of our mothers, aunts and grandmothers to really do the job effectively.
Oh, and men…it would be quite useful if men helped out too.
Daisy Murray is the Digital Fashion Editor at ELLE UK, spotlighting emerging designers, sustainable shopping, and celebrity style. Since joining in 2016 as an editorial intern, Daisy has run the gamut of fashion journalism - interviewing Molly Goddard backstage at London Fashion Week, investigating the power of androgynous dressing and celebrating the joys of vintage shopping.
